MKX3200

Sport marketing and sponsorship ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Associate Professor Francis Farrelly

Offered:
Clayton First semester 2005 (Day)
Peninsula First semester 2005 (Day)
Caulfield Second semester 2005 (Day)

Synopsis: The unit introduces the omnipresence of sport in Australian society, the interconnectedness of sport and business, particularly marketing, and those factors that differentiate sport marketing from mainstream marketing. The unit will draw on the rapidly expanding body of literature on sport marketing and sponsorship. Students will also be introduced to the most current marketing concepts and their relevance to sport marketing and sponsorship. Students will develop an appreciation of sport sponsorship as a co-marketing alliance.

Objectives: On completion of this unit students will have developed an appreciation of the unique features of sport marketing; established an ability to draw on mainstream marketing literature to fully understand the mechanics of sport marketing; demonstrated a sound knowledge and sport marketing planning and strategy development; understood the important role of sport sponsorship in sport marketing and the nature of the sport sponsorship alliance; demonstrated a sound knowledge of sport sponsorship planning and strategy development.

Assessment: Seminar presentation and report (3000 words): 30% + Case study marketing plan (3000 words): 30% + Examination (2 hours): 40%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKF2111 or MKC2110

Prohibitions: MKF3200